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Topic: Characteristics of Service Quality to delight customers; Supplements for Lecture 13 /14

Learning Objectives:

· To probe into characteristics of service quality that delight customers

· To acquaint students with practical application of dimensions of service quality

Background:

The fundamental point of difference between products and services is the fact that services are intangible i.e. cannot be seen felt or touched while products are tangible. The important implication of intangibility is evident in the purchase process of a service. The purchase process of legal services is quite different from purchase process of an air conditioner.

Similarly purchase process of a bank in which you are going to open a bank account requires a lot of discretion and deliberation on the part of the account opener for the reason that services are deeds and processes; they cannot be seen, felt, or touched. Services are abstractions which cannot be directly examined before they are purchased. In the case of a bank the services and benefits that a customer receives are all intangible in nature and character.

Requirement:

Being a marketing manager at a bank, suggest 5 ways ambiguity introduced by the intangibility dimension in the services offered by the bank can be minimized.

Note:
You are not to discuss the element of product here by way of mentioning attractive rates and schemes. The focus of your question is not designing attractive schemes but rather ways and means that could minimize the intangibility of banks
It is an application based exercise and you are required to apply your knowledge on the selected industry. You are required to suggest ways in which intangible service like banks could be tangibilised e.g. décor or customer relationship techniques could be one effective way in which the ambiguity produced by characteristic of intangibility can be minimized. The question requires you to be original and creative so do not copy from any internet source otherwise you will be straightaway marked as Zero. Any data, text or material copied from students' blogs will not be entertained.

Learning Outcomes:

To acquaint students with a problem confronted to marketing manager regarding the obscure nature of services represented by the Characteristic of intangibility.
To encourage students to devise a solution to the problem by concentrating on SERVQUAL dimensions.

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